Tesco has been compelled to issue a public apology following what campaigners have described as an 'embarrassing' linguistic error in one of its Cornish supermarkets. The retail giant mistakenly installed bilingual signs featuring Welsh translations instead of Cornish at its Helston branch, prompting swift criticism from local language advocates and political figures.
Supermarket Signage Mistake Sparks Language Debate
Shoppers at the Helston Tesco store noticed that signs for everyday items displayed Welsh translations rather than the intended Cornish language. The signage incorrectly labelled fish as 'pysgod' and sweet potato as 'tatws melys', both Welsh terms that differ significantly from their Cornish equivalents. This error has highlighted ongoing concerns about the visibility and preservation of the Cornish language in commercial and public spaces.
Political and Academic Reactions
Councillor Loveday Jenkin, a prominent member of the political party Mebyon Kernow, expressed disappointment at the mistake. "It would have been more exciting if they had been in Cornish rather than Welsh," she remarked, acknowledging the linguistic similarities that might confuse non-speakers. "Some other supermarkets and shops do have signs in Cornish. You see much more Cornish on road signs and on public buildings," Jenkin added, pointing to existing positive examples of language integration.
Perran Moon, Labour MP for Camborne and Redruth, offered a measured response, stating: "We are pleased that retailers are starting to use bilingual signage, however, clearly this mistake serves to highlight the importance of access to the Cornish language for those who want to use it."
Academic Perspective on Language Recognition
Garry Tregidga, co-director of the University of Exeter's Institute for Cornish Studies, described the situation as "obviously embarrassing for Tesco" but noted the positive intention behind the signage initiative. "I hope there will be replacement signs put up in the right language," Tregidga said, adding that the mistake being spotted demonstrates growing public awareness of Cornish.
"What is also positive is that this mistake was spotted. This is a sign of the increasing number of people who are using and recognising Cornish," Tregidga continued. "If anyone from Tesco needs assistance putting together the new signs there are plenty of people who would be glad to help."
Tregidga emphasised the broader significance of language recognition, noting: "The UK government now recognises the Cornish language at the same level as that of Welsh and Gaelic, and this provides a real opportunity to bring together the cultural, economic and political dimensions of Cornish identity. It helps communities work towards a brighter future rather than allow us to remain an impoverished region on the edge of the UK."
Welsh Language Campaigner Weighs In
Ffred Ffransis, a prominent Welsh language campaigner, used the incident to highlight ongoing efforts in Wales to encourage comprehensive bilingual signage from major corporations. "Here in Wales, the campaign is to persuade major companies like Tesco, who impact heavily on everyday life, not to confine their use of Welsh to a one-off production of major signage," Ffransis explained. "All signs advertising day-to-day offers and customer notices should also be bilingual to show that Welsh is a working language."
Tesco's Response and Corrective Action
A Tesco spokesperson responded to the criticism with a straightforward apology and confirmation of corrective measures. "We're sorry for this mistake and have removed these signs," the spokesperson stated, indicating the company's commitment to addressing the error promptly. The incident has sparked broader conversations about corporate responsibility in supporting regional languages and the practical challenges of implementing accurate bilingual signage across multiple locations.
